Building brands with the support of social media Research Paper

Building brands with the support of social media - Research Paper ExampleIn order to ontogenesis its profitability, it is imperative that a company finds ways to build the brand. Social medias role in brand building cannot be overemphasized beca affair of its widespread usage and availability, and equal effectiveness. Analytical section of the paper discusses the Hierarchy of Effects, 1 Foot Cone Belding, and the elaboration effect. Final analysis elaborates likelihood model that can provide companies with care in building brands using social media provided that it enables customers to use attitude formation towards the offerings of the brand. Overall Recommendations are for companies to pay attention to characteristics and features valued by customers in their products and function as tweeted by the customers on social media websites, and engage with the customers to find best ways to realize their expectations. Table of Contents 1. Introduction 4 2. Social Media 4 3. crack 5 3 .1 Brand Awareness 5 3.1.1 Foot Cone Belding (FCB) Grid 5 3.2 Brand Image 7 3.2.1 The Hierarchy-of-Effects (HoE) Model 7 3.3 Brand Attitude 8 3.3.1 The Elaboration Likelihood Model (ELM) 8 4. Branding in the Age of Social Media 9 5. Recommendations 10 6. Conclusion 11 add up of References 12 1. Introduction Use of social media as a tool for brand building is the latest trend and a progressive concept. This trend is unremarkably observed in higher grade companies get downicularly in the technologically advanced countries (Nassar, 2012). The following document discusses how social media has helped companies in building brands. The first part of the paper discusses the different sorts of social media, and the tendency of social media to influence and spread businesses and brands name. 2. Social Media New Web technologies have revolutionized the way to commence branding for the forward-thinking companies. In the recent years, companies have gained direct access to the customers usin g such social media services as Google+, Twitter, and Facebook. Number of users of social media services is festering with time. In addition, these potential customers exist on pages published in social media in a variety of languages, thus allowing brand awareness to penetrate globally. Companies use social media to gain information about their customers including their age, current location, social networks, and hobbies. On the other hand, customers create awareness about brands on social media (Chauhan and Pillai, 2013 Li and Bernoff, 2011). With the maturation number of users, social medias role is being more clearly defined with the passage of time. Consumers are increasingly relying on social media for information, leaving the traditionalistic media as a source of information behind (Mangold and Faulds 2009). Social media websites are aware of their potential to strengthen brands. An example of this is the release of brand pages by Google+ in November 2011 (Sullivan, 2011). 3. Brand In conventional terms, brand means a companys way of differentiating between itself and its competitors. A brand is conventionally understood as the registered name of a product or service whereas its definition extends beyond that to include a variety of features like a term or a symbol (Hart and Murphy, 1998). Brands serve as signals that trigger perceptions in the minds of consumers regarding the image of a brand shaped by organization